Tuesday, June 12, 2007

"49 Marketing Secrets (THAT WORK) to Grow Sales"

A book that I was invited to contribute to is now available on Amazon.com. Here is a direct link to the book: http://www.amazon.com/Marketing-Secrets-That-Work-Sales/dp/1600372481/ref=sr_1_1/104-2034903-9355943?ie=UTF8&s=books&qid=1181679849&sr=8-1

Here is an excerpt on advertising from the book "49 Marketing Secrets (THAT WORK) to Grow Sales"

Advertising & Direct Mail
Every advertising effort should be part of an integrated campaign that visualizes your brand’s relevant attributes in a way that hits the audience simultaneously in the mind and heart. Utilize various media, such as TV, radio, newspaper, magazine, web banners, and direct mail, or better yet, the most cost-effective combination of all them within your budget. While a unique differentiating message relentlessly told must be at the center of your brand strategy, the visual execution of that strategy is the key to getting your story told. Quite simply, how you say it is just as important as what you say.

A consistent visual style – appropriate to your brand, your key message, and your audience – is vital. Style should include original and consistent photography or illustration. Only original imagery can honestly speak the unique brand image you want to convey. This will contribute to the visual differentiation you are after. Too many times, the advertising budget fails to account for the critical visual element. The result is ads appearing ordinary, dated, or stale. It doesn’t have to be expensive. It just has to be well thought-out. Original art can be amortized across all media – including print, broadcast, Internet, collateral, and sales promotion. In this area, small investments can reap large dividends.

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